UNIVERSITIES TO BE WARNED OVER TWISTING THE TRUTH IN THEIR ADS

Several universities across the UK are believed to have violated the advertising code by making claims with insufficient evidence.

It is expected that universities will be told not to distort or use exaggerating language in their advertising and promotions.

They are due to be named by the Advertising Standards Authority (ASA) next week, offering tougher guidelines on what is permitted in marketing, such as social responsibility, recognition of marketing communications and substantiation (evidence proven).

The watchdog will be looking for proof behind claims used to promote universities or specific courses, identifying them as confusing. If they fail the test they could be fined by Trading Standards.

It has emerged that two universities have already agreed to clarify advertising before next week’s deadline.